In this video designer Marcell Pustul & I talk about some of the ideas behind this project…

The finished video

A Re-Mix of the 3D loop

This fashion project was revealed on Jan. 19th. during Berlin Fashion Week 2012 and consisted of a multi-projector, site specific video installation, (outside in the streets as well as inside the chic nightclub Tausend) plus a traditional print campaign. Aiming to merge the label Marcell von Berlin’s confident & edgy fashion DNA with the city’s unique and gritty street-art sensibility we decided to integrate already-in-place art pieces by Olafur Eliason & JR into our project. The layering our fashion narrative on top of their work resulted in productive clashes of imagery and a unique and very urban texture which suited the labels temperament very well.

Integrating all aspects of this project, such as Print, Digital, Video, Event & Marketing into a cohesive whole, the idea was to offer a tech-savvy and marketing-effective edge to the label which was showing a collection for the first time and demanded something edgy and high-energy.

… an example of this thinking: The promotional event at Bar Tausend was treated more as a street-art installation where we re-cycled imagery and video from the still campaign. Chasing our own tail so to speak…

A “fluorescent cube” was a central element which appeared in every part of this project and offered a visual “red thread” that held everything together. The cube was built with of-the-shelf material from any hardware store and literally held together with tape.

Marcell von Berlin is a young, emerging Berlin based fashion designer who manages to effectively and reassuringly marry Berlins gritty street culture with a very chic, high-fashion narrative. For his debut collection “Born For fame” he decided to forgo a traditional catwalk show and instead produce a video installation. I had the good fortune to be able to both direct the video and the still campaig as welll as take care of the design of the actual event.

A “fluorescent cube” was a central element which appeared in every part of this project and offered a visual “red thread” that held everything together. The cube was built with of-the-shelf material from any hardware store and literally held together with white duct-tape.

Above You can follow the life of the cube, from some early conceptual drawings to the finished project where the cube was installed in the street and below the final video.